Jaypore, a brand under Aditya Birla Fashion and Retail Ltd., has introduced its latest wedding campaign titled Maahi Ve: The Heart & Soul of Wedding. The initiative showcases a curated collection celebrating India’s cultural heritage and artisanal craftsmanship, designed for various wedding occasions including engagements, haldi ceremonies, sangeets, and the wedding day.
The campaign emphasizes traditional craftsmanship with offerings such as Banarasi sarees, hand-embroidered kurtas, Polki and Kundan jewellery, and artisanal home décor. It incorporates craft techniques like Gota Patti, Zari, and handwoven textiles, blending contemporary aesthetics with traditional designs.
A heartwarming film anchors the campaign, reflecting themes of love, togetherness, and joy, while leveraging digital and social media platforms for a broader reach.
Speaking about the initiative, Radhika Chhabra, Creative Head at Jaypore, noted, “‘Maahi Ve’ is a tribute to the vibrant spirit of Indian weddings, where every role and moment is a story waiting to be told. Each piece reflects our commitment to India’s craft heritage.”
The campaign aims to redefine wedding shopping by offering a personalised and authentic experience, highlighting India’s artisanal legacy while catering to modern audiences.
The Maahi Ve collection is priced between Rs. 2,000 and Rs. 2 lakhs. It is available at Jaypore stores nationwide and online at www.jaypore.com.
